The Cabletelevision Advertising Bureau may have nixed the eBay auction media-buying system, but it had something else up its sleeve--another electronic system test from veteran agency billing and
buying system company, Donovan Data Systems.
A new e-business initiative is now operational, following a live electronic test between media agency Universal McCann and A&E
Television Networks in the first quarter of this year. The CAB says this is the first step in the long-time problem of mounting paperwork when it comes to media buying and selling.
The CAB also
says other agencies will begin using the system: MPG, MindShare, Initiative, Carat, Mediaedge:cia and Maxus. Other cable networks will also join up--including Discovery, ESPN, Lifetime, MTV, Turner
networks, Comcast and Oxygen.
The origins of the system began when Universal McCann started to incorporate Donovan's system in September 2006. Donovan and CAB officials say the test will help to
improve efficiency, discrepancies and streamlining the inputting of data.
Last week, the CAB abruptly rejected a proposed media agency-led media buying and selling electronic system that used
eBay's auction-Internet system. But the trade industry group emphasizes that it was still pursuing electronic media buying and selling initiatives.
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